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Author: Stefan Tornquist

Stefan Tornquist

Stefan Tornquist is an experienced entrepreneur, new media researcher and business manager. He's built a reputation as a thought leader in online marketing, as well as essential business issues, such as how to approach marketing and branding in an economic downturn. Stefan has authored dozens of reports across a wide range of online marketing tactics.

In February of 2010, Stefan joined Econsultancy as research director (later Vice President, Research) for the US. Econsultancy is a subscription-based online publisher and community with offices in London and New York. With 85,000 global members, it offers best practice reports, analysis and insight into the business of digital marketing and e-commerce. Econsultancy also trained more than 3,000 people last year via public and custom in-house trainings. Its teams in the US and UK run more than 100 events each year, ranging from roundtables to large conferences for 300+ delegates.

Tornquist is frequently quoted in the trade and business press. His commentary has been featured in the Wall St. Journal, Business Week and AdAge, as well as virtually every industry outlet. He's been a guest on CNBC's Street Signs, National Public Radio's Studio 360 and is a regular contributor to YourBusinessChannel out of the UK. Stefan maintains an active speaking schedule and has been a featured or keynote speaker at more than 100 corporate and industry events, as well as hundreds of webinars and virtual events. He's a member of the Internet Oldtimers Foundation and serves on their Membership Board.

What is the role of marketing agencies in data management?

We’ve just published our latest best practice guide, entitled ‘The Role of the Agency in Data Management.’

The report looks at the challenges and opportunities for agencies that want to become trusted stewards of their clients’ data.

I sat down with the author, Chris O’Hara, to find out more.

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Three universal lessons in marketing transformation from healthcare: new report

Organizing Healthcare Marketing in the Digital Age is about a unique industry with arcane rules and Byzantine politics, but we’ve pulled out three lessons that apply to any business.

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How should we approach the mobile CX? #1Topic4Minutes

What if we're thinking about mobile in the wrong way?

In this short video, we use stats from Econsultancy's Internet Statistics Compendium to explore how to overcome the challenge of merchandising on the small screen.

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Three insights into B2B marketing from our trends report

The forces that have reshaped the consumer sector are increasing in B2B, demanding that marketers respond with a new emphasis on the customer experience. 

Our new report B2B Digital Trends, conducted in partnership with Adobe, explores the practical and philosophical shift occurring in business-to-business marketing.

Although every industry is changing at its own pace, there is universal movement toward an approach that looks more and more like consumer marketing.

The report looks at B2B in general and more specifically at the healthcare, manufacturing, technology and professional services industries.

In this post we’ll highlight three takeaways around the B2B shift toward customer experience…

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Video short: Meet the Data (free report and webinar invite)

In this four minute video, we introduce our new research paper The Promise of First-Party Data, conducted in partnership with Signal. 

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The most powerful data is the data you already own: new report

Marketers are under enormous pressure to turn data into customer knowledge, competitive advantage and ultimately profit.

Our brand new report The Promise of First-Party Data examines the opportunities in the proprietary data they already have (or should have).

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How to foster a more digital company (even if you’re in healthcare)

If traditional inefficiency makes for digital opportunity, meet the greatest opportunity since Y2K…the US healthcare system.  

Econsultancy’s recent roundtable with Ogilvy CommonHealth brought together marketers seeking to transform their industry.

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Five reasons your customer experience initiative is going to fail

With apologies for the inflammatory headline, marketing is fooling itself about customer experience.

In research over the last two years, we’ve seen a consistent over-estimation of how good things are and the results to come. 

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Nine takeaways from Digital Cream Sydney

My circadian rhythms are still lost somewhere off the coast of California, but the rest of me is back in New York after a fantastic week in Australia, where I attended Digital Cream Sydney and visited with marketers around the city.

It was a pleasure and inspiration to meet so many smart, creative people and to hear what they’re excited about (and frustrated by) in digital marketing.

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Why you should take part in our 2014 Data Unification Survey

Econsultancy and Tealium have launched the 2014 Data Unification Survey, which looks “under the hood” of one of the most misunderstood (and highest) priorities in marketing.

Respondents who complete the survey will receive a complimentary, advance copy of the full and final research report, slated for a late Q2 release. The report will be sold for $695 (£450).

Analysts (like us) have been preaching for years about the power of aligning customer data and marketing applications.

Building a single customer view that can simultaneously benefit from application data while guiding those applications should be a priority for organizations using or working toward a data-driven marketing model.

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No one cares: three reasons your sales pitch isn't working

The strongest aspect of the roundtables Econsultancy runs around the world is that marketers drive the conversation. If they want to jump from emerging trends to what annoys them about digital marketing sales pitches, we’re happy to sit back and learn something.

That’s just what happened at one of our South by Southwest roundtables, co-hosted by Rapp and Adometry. What emerged was the start of this list of dos and don’ts that we hope will help save time and sanity on both sides of the table.

In this post, client-side marketers share their unvarnished advice on how digital marketing sales people should improve their pitches.

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You're not safe: The uneven reinvention of marketing in B2B

As part of the The Reinvention of B2B Marketing Study, conducted with SparksGrove, Econsultancy looked at the Fortune 500 through a digital lens and found that perhaps 23% are safe from dramatic disruption.

If an organization is a producer of chemicals, raw materials, food or energy products…if they have a very small universe of prospects…then they’re safe.

For now.

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